• Reviewing Database Systems Already In Place. 
• Retrofitting Your Databases For Database Marketing. 
• Distinctions Between Database Management and Database Marketing. 
• End Users - Marketing Support and Operational Support. 
• Database Pitfalls - Avoiding Internal Operational Obstacles. 
• Your Customer Data GUARANTEE Marketing Effectiveness 

• "Sure Thing" Improvements From Testing Methods 
• Internal Database Data - Unlocking Key Purchase Decision Information. 
• Software / Hardware Options - Key Criteria For Selection. 
• Pros & Cons: Centralized Versus De-Centralized Databases. 
• Pros & Cons: Internal Versus External Databases.

What You'll Learn...
Information-packed, half-day for people who want to learn:

• Why a database is your most important marketing tool.
• Which database marketing strategies are more effective.
• Why "Targeting the market", without an effective database marketing process, is usually a waste of time.
• How response and customer data are used to improve response rates and increase marketing results effectiveness.
• Why understanding your target audience segment profiles can virtually GUARANTEE that ALL forms of marketing you use will be highly effective.
• Why highly complex, extremely expensive database marketing often fails to deliver results - and how to avoid these pitfalls.

Why training in Database Direct Markteing?
Notice the course title?  Not "Database Marketing"... Database Direct Marketing.  There's quite a difference.

Lists are important, but lists are not managed the same as a Marketing Database dedicated to Direct Marketing. Your customer database, your prospecting database - these are the keys to successful Direct Marketing.

Most Database Marketing training is highly sophisticated, often without covering enough of the most important basics. A clear understanding of your database marketing options is more important than ever. Lack of understanding Database Direct Marketing, is the core of all Direct Marketing Failure.

You need to be aware of your database marketing options NOW. Then, you need to apply your awareness to take more control of your database direct marketing opportunities.

Who Should Attend?
     Anyone who affects the success of your organization's promotions or other marketing efforts.

     Managers, Supervisors and Coordinators in Marketing, Sales, Advertising or Promotion Management.

     Business owners, partners and principals of businesses big and small..

     Advertising Agency account services staff, or similar staff from marketing service firms.

     Sales Reps from supplier and vendor companies who support Direct Marketing "user clients"

Speaker(s)
George Wehmann
President, Direct Marketing Resources Group, Raleigh, NC

Founder, past president, Carolinas Direct Marketing Association.

     Wehmann's experience comes from Readers Digest Condensed Books Club, American Express, IBM PC Company and Merrill Lynch Financial Services.

     Wehmann has presented at conferences for a variety of trade associationsincluding The American Marketing Association, The Internal Association of Business Communicators, Chambers of Commerce and various entrepreneurial development groups.